Case Study
The Power of Video Feedback for Journey Mapping
Capture consumers in the moment across all journey stages, from need recognition to post purchase reflection
See it in Action
MW Chocolate used video ethnography to study consumer road trip behavior, gaining real-time insights into pre-trip planning and on-the-go purchases. This agile approach allowed for quick data collection and potential sales increase during the slow summer season.
- Scalable
- Ethnographic study
- Live
- Research data
- Faster
- Qualitative insights
The Power of Video Feedback for Journey Mapping
Challenge
Every summer the MW Chocolate bars business conducts an EBA (Equity Building Activity) to help drive a boost in sales in a time of year that, seasonally, tends to be soft. Through analysis of syndicated quantitative data sources, they have found that the #2 occasion when consumers are reaching for chocolate bars in the summer is around the summer road-tripping season.
Solution
We asked groups of 55 consumers living in the US to take us on a road trip with them over Labor Day Weekend.
Specifically, we wanted to assess the planning & packing process then observe their pit stops and snacking purchases along the way.
Business Impact
Mars CMI has sought to travel in-store with consumers in the past; however, in-store permissions and the use of an ethnographer have often held up the speed in which they can gather insights.
Video enabled the team to travel with consumers on their Labor Day weekend journey, avoiding in-store permissions and the costly and timely expense of the use of an ethnographer. The team was able to watch the video insights over the weekend as they rolled in, enabling them to capture rich people-first feedback in real time.
Company Summary
Mars, Incorporated is a global powerhouse in the food industry, acclaimed for manufacturing chocolate, chewing gum, mints, and fruity confections. Its product lineup includes household names like Mars bars, M&Ms, Skittles, and Snickers. Operating since 1911, Mars has expanded its reach to encompass four key business segments: Petcare, Food, Mars Wrigley Confectionery, and Mars Edge. The company maintains a robust workforce of approximately 140,000 employees, serving customers in over 80 countries.
- Industry
- Food
- Region
- Worldwide
- Company Size
- 140,000+
- Business Type
- B2C
The Power of Video Feedback for Journey Mapping